Viable on lower elo if you have synergy for it, yes. Some players don't know how to handle kill lanes like Jarvan and leona per example. Or sustain ap lanes like Soraka Veigar. A good player is at an advantage however, with the regular meta against those. 

The reason people follow the meta is becouse it's simply easier to carry that way. 

Nothing is more fun then going up against a all AD team as Morde hue hue.